E3 2014: Razer Nabu to sell for below $100 and has $1 beta program

Razer has mostly been known as company geared toward gamers. It made its name on computer peripherals such as high-end mice, headsets and keyboards, but Razer’s next project could make it a mainstream brand. The Nabu is wearable computing that could actually work.

I had a chance to check it out and speak with CEO Min-Liang Tan at E3 recently. He offered insight into how the device fits into a growing field filled with Pebble, Fitbit and the Samsung Fit.

“We wanted to make it unobtrusive,” Tan said. “It’s designed to be glanced at for a half second.”

The way Tan described it the Nabu sits between a smartwatch and a fitness band. Like the Fitbit, the Nabu tracks how many steps you take and how many calories you burn, but it does more by offering notifications from your smartphone. That’s how it functions like a smartwatch. It gives users snippets of information from text messages, email and reminders. But the Nabu isn’t designed to be an all-in-one like the Galaxy Gear with a microphone or color display.The Nabu tracks how many calories you burn and steps you take.

The ideal way to use the Nabu is to glance at it for the information you need and to go back to what you were doing — either talking over dinner or running along the waterfront. It’s a second screen for your mobile device that doesn’t try to replace the one on your smartphone. It’s meant to augment mobile, and that’s by design.

The guiding principle of Nabu seems to be that it’s meant to blend in with a person’s lifestyle and not standout. The screen is small and is suppose to be seen by turning the inside of your wrist up. The device is light and so unassuming that you can forget about it until it vibrates to update you on the latest tweet or status update.

As for the tech specs, Tan said the Nabu boasts Bluetooth LE that gives it an excellent seven days of battery life. The device looked sturdy as he tapped it against the metal of nearby chair. He also mentioned that it is water resistant so users can take it to exercise in the pool or in the shower. It also looks fashionable with a simple design and matte finish.

The Nabu was delayed to make sure the device doesn’t irritate skin, Tan said.

On the software side, the Nabu will come with an app on Android and iOS that will help users customize the device. It doesn’t have much onboard memory to load different apps on it like a Pebble. Instead, it sends notifications that normally pop up on your smartphone into your Nabu. The big question is how easy it is to set your preference, so that the wearable doesn’t vibrate every two seconds with work email and phone calls. It’ll also be interesting to see how thoroughly they will curate apps for the device.

When it comes to thosee apps, the fact that Nabu will be priced below $100 could mean that it’s the first mass-market wearable available. If Razer can get widespread adoption, it could be a game-changer because the device is designed to be social. Tan hinted at the potential for wearable computing games with a tag concept. It can be a boon for business people. If two people with a Nabu shake hands, it can transfer contact information, a nifty feature that could replace the exchange of business cards.

Tan said there are 30,000 developers ready to work on supporting the open-platform weaerable. And for curious Apple fans, yes, the Nabu will work with Apple’s HealthKit tool.

So when does it come out? Tan said the Nabu is scheduled for release later this year, but he said that 500 hard-core Razer fans can get into the beta program for $1. (Yes, that is correct — 100 cents.) But keep in mind, beta users have to write detailed reports and offer feedback. You can sign up here.